Aspectos Metodológicos da Segmentação de Mercado: Base de Segmentação e Métodos de Classificação

Ana Oliveira-Brochado () and Francisco Vitorino Martins ()
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Ana Oliveira-Brochado: EDGE, CESUR, DECIVIL-IST, Universidade Técnica de Lisboa
Francisco Vitorino Martins: EDGE, Faculdade de Economia da Universidade do Porto

FEP Working Papers from Universidade do Porto, Faculdade de Economia do Porto

Abstract: This work provides a broad review of the past literature on market segmentation, focusing on a discussion of proposed bases and classification methods. Multiple segmentation bases are detached, organized according to two axes - observable/ unobservable, general/ specific of the product and evaluated according to some criteria that must be satisfied for an effective segmentation: identifiability, substantiality, accessibility, stability, actionability and responsiveness Classification methods grouped in three classes - nonoverlapping, overlapping and fuzzy, according to the format of the partition matrix they provide.

Keywords: market segmentation; effective segmentation; segmentation bases; classification analysis (search for similar items in EconPapers)
JEL-codes: C0 D0 (search for similar items in EconPapers)
Pages: 29 pages
Date: 2008-01
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:por:fepwps:261

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